Junior College

YouTube today announced a partnership with Ticketmaster that will see the Google-owned video network connecting fans with concert tickets and tour information directly on artists' YouTube video pages.

Starting today, YouTube is rolling out a new system that integrates upcoming US tour dates right into music video landing pages via Ticketmaster's database.

The nearest show in line with the user account's zip code will generate, as well as a few more upcoming dates. The show closest to your location will be listed first regardless of date, with others following it. Clicking the "Tickets" button will take you to a site where you can purchase your seats. The experience works on both web and mobile, though it looks slightly different, depending on the platform.

The deal will see YouTube advertise concert listings within artist videos, and then push users over to Ticketmaster to make the transaction.

For now, it's live only with artists who have Ticketmaster shows in North America, but the plan is to expand this both in the USA and globally going forward. There's no mention of expanding to other ticketing companies and not all artists use Ticketmaster.

While Spotify, Apple Music, and similar audio-streaming services are popular conduits for finding new (and old) music, YouTube is often the first port of call for those seeking a little visual stimulation to go with their tunes. We reached out to YouTube for more information about the business arrangement between the companies, and were told: "we don't disclose the terms of our deals". MTV lost the "music" portion to reality shows some time ago, and YouTube is now the main source for watching an artist's music videos. It can be found underneath a music video's description on desktop or right under the video in the mobile app.